The Future of eCommerce is Video
From Instagram to Facebook to YouTube, Snapchat, TikTok, & More – Here’s Why You Need to Be Creating Video at Scale
We all know how important video is in regards to content marketing. But getting great at it now is a must, because the trends are undeniable. 5 Billion YouTube videos watched every day. Video plays an important part in the customer journey. Web Smith recently wrote about how TV consumption is shifting to mobile/social.
In the future, the majority of eCommerce transactions will occur on mobile devices inside social apps that primarily distribute video content. Instagram has already started going down this road. Snapchat is doing it. TikTok too. Google is not going to get left behind and will figure this out with YouTube. Apple Pay is getting huge adoption. I wouldn’t be surprised if mass adoption (i.e. eCommerce transactions inside social video apps) occurs within two years.
On Taobao, China’s largest eCommerce platform, 42 percent of product pages include short videos and live streaming is growing quickly. In November 2019, Kim Kardashian partnered with Taobao to promote her KKW Fragrance brand via live stream on Singles Day. She sold out of 15,000 bottles in 3 minutes. WeChat is doing it too. Video is being incorporated into Amazon’s product pages at a fast rate. Facebook just bought a live-streaming startup. The future of eCommerce is video.
Inspirational Video Content to Help You Level Up Your Campaigns
Creating video will pay dividends for your social accounts, advertising campaigns, brand affinity, and more. Below is a series of examples to motivate and inspire you to create more video for your own brand. I will be doing a follow up post that’s centered more specifically around how to create these types of videos. The examples below aren’t meant to be an exhaustive list – just a good handful of unique content we’ve found lately. Hopefully it helps you think outside the box a little. Don’t be intimidated. There’s endless video creation tools available (and platforms like TikTok, Snapchat, and Instagram have great native editing abilities you can take advantage of). Utilize existing creators you find on social as well. And if you need any help or just want to talk strategy, contact us today!
Video on the product page:
Read Marco’s tweet below (and the related thread). Glossier does a fantastic job of incorporating video on their product pages (and throughout their entire brand as well).
What makes a signature eCom experience for a brand? The details.
Look what @Glossier does. On the homepage *alone*, the attention to detail says so much about the high standards of quality for the product and customer experience.
It starts with a short “unboxing” in the hero. pic.twitter.com/kOZlyral1t
— marco marandiz (@allthingsmarco) December 7, 2019
This ad from 1917 is absolute fire. Great way to spruce up the reviews. Love this. pic.twitter.com/GocIDoqPtT — David Herrmann (@herrmanndigital) January 7, 2020
Video advertising other payment options:
Have a higher priced item you’re trying to sell? Try a retargeting/social campaign touting the advantages of Afterpay or Affirm.
Something I’ve been testing lately is remarketing to people who reached checkout but didn’t purchase and making ads strictly advertising afterpay/affirm. Assuming the reason they bounced from checkout was the price – I’ve seen these work really well even with a low cart value. pic.twitter.com/skXBOAwCbx
— Savannah Sanchez (@social_savannah) December 23, 2019
User-generated video content with filters: Who doesn’t love playing with fun filters? Especially when it’s on brand. Kristen breaks down (the good and the bad) of this interesting approach by Smile Direct Club (read the thread linked to below).
This morning, I went to send my girl gang the typical “how is it only Wednesday?!” snapchat, when I ran into @smiledirectclub 1st thought: Love this engaging ad ❤️ Further discovery: DSC is leaving so much on the table ? A critical thread ? pic.twitter.com/K5pZ6Y8C5T — Kristen LaFrance ⚡️ (@kdlafrance) October 23, 2019
Interactive video on Stories:
These have been going viral lately. Creating these types of spinners aren’t actually that difficult (you can also commission the freelancers who have made the current popular ones). Create an on-brand spinner (since they’re hot right now), share it on social, and turn it into an ad.
Here’s a new thing popping up on Instagram Stories: character spinners.
Fan-made IG Stories lenses that have a randomizer mechanic, revealing a character at the end.
Just look at everyone’s faces when they get someone they like. pic.twitter.com/tTUT7FSoi8
— Jack Appleby (@JuiceboxCA) December 30, 2019
Pet stock video to grab attention: Suburu may very well have created the dog video clip below themselves, but if you’re budget is smaller (or if your timeline is faster), getting relevant pet-related stock (sometimes free) video content and tying that in with your brand can work wonders when it comes to engagement and conversions.
Subaru has been promoting ads like this on FB/IG/TW. All start with a quick, funny, non-product video, THEN lead to the product. I personally love this approach for their brand. Think about how all car ads look the same! Subaru is *stretching their legs* with atypical creative. pic.twitter.com/auA13uKcTu — Tori Tidwell (@ToriTidwell) January 4, 2020
View this post on InstagramThis ad from 1917 is absolute fire. Great way to spruce up the reviews. Love this. pic.twitter.com/GocIDoqPtT
— David Herrmann (@herrmanndigital) January 7, 2020
What makes a signature eCom experience for a brand? The details. Look what @Glossier does. On the homepage *alone*, the attention to detail says so much about the high standards of quality for the product and customer experience. It starts with a short “unboxing” in the hero. pic.twitter.com/kOZlyral1t — marco marandiz (@allthingsmarco) December 7, 2019
Add a creative flair to an image and turn it into a video:
Check out the Stance Instagram post below. For anyone that has a basic understanding of Adobe, adding the little flairs you see is quite simple. But it’s on-brand and looks great.
@crocsThe #ThousandDollarCrocs really take the spotlight from the dog in the background ? @kristenhancher♬ original sound – crocs
A soft, hot cork mixture is shaped into the area between the insole and the midsole. This cork sits just below your foot and with wear and heat, molds to exactly what your feet need. This is what makes your shoes truly yours (and it’s a pretty cool thing to watch ?) A post shared by TAFT (@taft) on
Thanks to its perforated Fleece fabric lining, the Sleet Street Jacket offers the perfect amount of soft, breathable warmth so you don’t overheat—no matter where your winter endeavours take you (link in bio). A post shared by lululemon (@lululemon) on
@samplertimesBehind the scenes of my stop motion animation made for @willsmith♬ Spooky, Scary Skeletons – Andrew Gold
Step into your new favorite summer shoe. Available on Reebok.com. #AlwaysClassic #ClassicLeather A post shared by Reebok Classic (@reebokclassics) on
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Never not playing with our food. Delicious lunch treats from @mile_end_bagels. #stopmotion #fitzroy A post shared by yelldesign (@yelldesign) on
Thanks for having our back this year Maccy Ds #WhopperSecret pic.twitter.com/jgjufOHReU
— Burger King (@BurgerKingUK) December 23, 2019
???? Converse Millie By You ? Launching July 11 Converse.com #ConverseByYou #ConverseXMBB @Converse A post shared by ?????? (@milliebobbybrown) on
@pro.cre.ateI wanted to post a real drawing video today but I couldn’t wait to post this. I love thisss ?? #foryou #foryoupage #procreate♬ Griztronics – GRiZ & Subtronics
All sneakers drop, few are interstellar. Tap to shop. #FreshFoam #NewBalance A post shared by New Balance (@newbalance) on
You read that right. My Chili’s Rewards members now get free chips & salsa every visit, every time. Sign up at the link in our bio. A post shared by Chili’s Grill & Bar (@chilis) on
This Thanksgiving, cut through the tension (and turkey) with the @MarthaStewart approved #KnivesOut Knives – they’re to die for. ? pic.twitter.com/HfIHOAODBd
— Knives Out Live Tweets the Golden Globes (@KnivesOut) November 20, 2019
@annet_lovart✅ YES or NO ❌❓#art #foruyou #artist♬ Camera tranz – ultra.melodies
It’s hard to compete with Nike when it comes to video production (and pretty much everything related to brand/marketing for that matter). But it’s good to have something to strive for. The video below, released on the anniversary of the Berlin Wall being taken down, is incredible. They even commissioned Hans Zimmer to remix a David Bowie song for the piece.
Winners compete for themselves, heroes do it for much more. #justdoit pic.twitter.com/i1imhOxzgG
— Nike (@Nike) November 6, 2019
For those of us who like our smoothie bowls cold. ? Shop S’well Eats via link in bio. A post shared by S’well (@swellbottle) on
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It’s time for another #BlendOfTheWeek! Any guesses what this fan favorite is? Comment what you think below! . . . #natural #organic #foodie #healthy #fresh #instafood #exclusive #vegan #delicious #foodlover #instagood #yummy #eat #tasty #summer #food #babyfood #fruit #eatclean #glutenfree #healthyfood #health #nutrition #wellness #healthyeating #healthyliving #fresh #ingredients #healthybaby A post shared by Little Spoon (@littlespoon) on
The Birth Of A Tool. Part I. Axe Making (by John Neeman Tools) from Northmen on Vimeo.
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“Slow mornings are the best mornings & I cannot be convinced otherwise” – @aliviafields. This holiday season opt in to slowing down and being present with your loved ones. A post shared by UpWest (@go_upwest) on
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A post shared by PUBLIC Hotels (@publichotels) on
Want even more examples? Click here to read a great article on video commerce in China. Ready to level up your video strategy?! Contact us today!
